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B2B Marketing News: Global Social Trends Study, What B2B Marketers Are Investing In, LinkedIn Product Pages, & New Google Search CTR Study

Posted on Nov 19th, 2021
Written by Lane Ellis
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  • B2B Marketing News: Global Social Trends Study, What B2B Marketers Are Investing In, LinkedIn Product Pages, & New Google Search CTR Study
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    2021 November 19 Hootsuite Chart

    Here’s What B2B Content Marketers Will be Investing in Next Year
    69 percent of B2B content marketers have said that videos will be their top area of content marketing investment in 2022, with 61 percent saying that events will lead their investment areas next year, while 57 said that owned-media assets will top their content marketing spending in 2022 — two of several statistics of interest to digital marketing contained in recently-released survey data. MarketingCharts

    New LinkedIn data shows how gen Z is recalibrating the norms of work
    Gen Z comprises the fastest growing audience demographic on the LinkedIn (client) platform, with 63 percent visiting the Microsoft-owner professional network at least once a week, and 74 percent saying they use LinkedIn to learn new skills, according to newly-released report data. . The Drum

    YouTube gives dislikes the thumbs-down, hides public counts
    Google’s YouTube video platform has done away with the default display of thumbs-down count data, moving instead to make that information available only as private feedback to video content publishers, in an effort to foster more respectful interactions between creators and video viewers, YouTube recently announced. The Verge

    B2B Buyers Say They’re Engaging Salespeople Late in the Process, But Are Open to Doing So Earlier
    The solution identification stage is the most frequent point of first engagement B2B buyers use with sellers, followed by the identification and clarification stage, with the evaluation of solutions phase rounding out the top three first engagement points, according to newly-released survey data of interest to online marketers. MarketingCharts

    2021 November 19 Statistics Image

    Making the Business Case for Your Marketing Budget
    Building a collaborative relationship with corporate suite peers is a leading way to make the case for marketing budgets, and the Harvard Business Review looks at how CMOs can show the effectiveness of marketing in driving business, using data, trust, and more. Harvard Business Review

    Massive CTR Study Reveals Actionable Insights
    Differences in Google search desktop and mobile click-through-rate (CTR) insights garnered from 750 billion impressions are featured in newly-released third-party study data, which reveal that in the business and industrial sectors more searches for business-related content are conducted on mobile devices than on traditional desktops. Search Engine Journal

    LinkedIn Quietly Experiments With Product Pages To Boost Conversations
    Microsoft-owned LinkedIn has undergone testing of specialized business product pages on the platform, as part of ongoing efforts to increase engagement between members, brands, and brand product development teams, the social network recently announced. MediaPost

    25% of marketers cite sustainability as ‘general goal’ rather than employ specific metrics
    Gauging the success of sustainability efforts is a top challenge among marketers, with some 42 percent having said that they need to make new technology investments in the area, according to recently-released survey data of interest to digital marketers. The Drum

    2021 TopRank Marketing B2B Influencer Marketing Survey Image

    ON24 teams up with HubSpot in app marketplace
    B2B users will be able to better integrate the features of the HubSpot platform and cloud-based hybrid engagement service ON24, with new event data-sharing options available in a forthcoming upgrade to the platforms, ON24 recently announced. MarTech

    Budgets Show Spending Across All Social Networks: Trends For 2022
    Facebook, Instagram, and LinkedIn are the three top social media platforms when it comes to effectively reaching business goals, according to Hootsuite’s newly-released annual social trends report, which has also shown that younger people are increasingly using social networks to research brands instead of traditional search engines. MediaPost


    2021 November 19 Marketoonist Comic Image

    A lighthearted look at the “inflation, shrinkflation, and skimpflation” by Marketoonist Tom Fishburne — Marketoonist

    Instagram is Paying Up to $35,000 to Lure Creators Away From TikTok — PetaPixel

    Atari Unveils New Logo, Games, And More For 50th Anniversary — Forbes


    • Lee Odden — 5 Questions 4 With Lee Odden — Demandbase
    • Lane R. Ellis — What’s Trending: Embrace Your Inner Tinker — LinkedIn
    • Lee Odden — Membership Update Fall 2021 [Digital Marketing Institute] — Digital Marketing Institute

    Have you found your own top B2B marketing news from the past week? Please drop us a line in the comments below.

    Thanks for taking the time to join us for the week’s TopRank Marketing B2B marketing news, and we hope you’ll return next Friday for more of the week’s most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.